As the saying goes, if you don’t read the amount of calories, fat and sugar contained in a food, none of that counts and you can eat as much of it as you want. Well, that might at least be the mindset behind one Wisconsin ice cream company’s slogan, “You want nutrition? Eat carrots.”

In other words, Chocolate Shoppe Ice Cream, straight out of Madison, Wisc., isn’t about to waste your time trying to convince you that ice cream is actually super healthy (unlike the candy industry), so just eat it and enjoy it without ruining the buzz with your bothersome calorie counts.

Instead, these guys really know how to go right for the gut (mmm, cream). And while they’re darn proud about their unabashed pride in their product, for those health sticklers out there intent on taking the joy out of dessert, the company website does include nutritional info. Bothersome legal regulations!

Consumerist reader David snapped this pic of a Chocolate Shoppe truck in the wild, so of course we had to check in with the company and make sure the image was legit. Not only is it the real deal, but the very pleasant fellow I spoke with on the phone rattled off the entire spiel verbatim — all from memory. Now that’s dedication.